1

Location Based (Online) Marketing

2

LBM Intro

Location Based Marketing: Marketing communication efforts of a company to apply information

about the location of the customer in their marketing strategy( = converting location of customer into profit)

• Related to brand awareness and buying behaviour

• Added value of LBM is the combination of online and offline marketing

• Through applications / devices that enable Location Based Services

• Evolution of trends:

QR codes Near Field Communication (NFC) iWatch / Google Glass

3

Theoretical model of LBM

ANALYSETools per platform

COMPLETEAwareness, buying behaviour, loyalty,…

ATTRACT Offline, online, social media updates, SEO

LISTENSocial Media Dashboard, analyzing trends, location specific social media analysis,…

FINDVia social media, Google Display network,…

LINK ONLINE & OFF LINELocations, products or supply information

4

Websites / Webshops

Integration with offline location is important because offline buyers

have more market value

• Traditional platform for online selling

• Location based offers

• “There are 20% more visitors in webshop needed to have equal sales compared to offline store”

5

xxx

• Claim & manage location

• Specials (Swarm, Friends, Newbie, Check-in,…)

• Tips

• Shares on Facebook, Twitter,…

• Analytic dashboard

6

xxx

• Link Facebook page to Facebook Places

! Facebook doesn’t want ‘marketing’ updates !

• Facebook Insights

Advertisements:

• Regular Facebook Ads: right to newsfeed, friends, high CPC, not on mobile

• Page Post Ads: right to newsfeed, fans & non-fans, on mobile

• Sponsored Stories: in newsfeed, like / reaction / check-in / …, friends, on mobile

• Promoted Posts: in newsfeed, promoting message of fans, friends & fans

• Facebook Edge Rank

7

Examples

8

xxx

Ads:

• Promoted accounts: follow suggestions

• Promoted tweets: tweets on top of timeline / search results

• Filtering search results on location

9

xxx

Integration of Google services:

10

Reduction sites

Sites/Apps that offer special offers based on location.

Retailigence

Retail + intelligence = online inventory